If you haven’t been around Fitzroy lately, you might have missed the action happening on the busy corner of Johnston and Brunswick Streets. Following a temporary stint at Melbourne Central, the good folk at social enterprise and apparel label HoMie have found themselves a permanent home in Fitzroy and it’s pretty dope. Making the iconic location their own, the team are continuing their aim to provide quality streetwear while giving back to those in our city who are less fortunate.
The latest chapter of this comes in the form of an expanded range of products in-store, as well as a new collection which pay homage to the label’s new neighbourhood, incorporating Fitzroy’s colours and postcode across a range of new tees, as well as the fitting mantra of ‘The label for the streets’. The accompanying lookbook is also pretty Melbourne, shot on disposable cameras on the #8 tram with the store’s own staff as models. Talk about teamwork.
We also have it on good authority that there are some pretty exciting events on the horizon, so this is one spot to keep an eye on. Check out these never-before-seen snaps in the gallery above and make sure to roll through the new store if you’re in the neighbourhood.
HoMie flagship store
296 Johnston St
- Photography: Marcus Crook & Ellen Jacobsen
- Styling: Ellen Jacobsen
- HMU: Renee Haer